Marketing Trendz Volume 21 March Edition 2017 Sample

M ARKETING TRENDZ
V O LU M E 2 1 M A R C H E D I T I O N 2 0 1 7
KLÉPIERRE’S “LET’S PLAY”
CAMPAIGN RANKS THE
RULES OF RETAILTAINMENT
Pure play shopping leader listens, learns and lends a new playbook
Freshly launched, the start
of the year marked Klépierre
Group’s first time implementing
a pan-European marketing
campaign. Currently underway in
14 countries and 120 malls, Let’s
Play stems from the customer-
centric concept that shopping
is a game.
Consisting of traditional parts—
players, rules and prizes—the
campaign aims to engage with
consumers on a new level, in a fun and
creative way. The leading pure-play
shopping center property company
in Europe works to improve two
types of necessary conditions:
for retailers to successfully
execute their strategies and for
consumers to enjoy their overall
mall experience. With primary
campaign goals to further enhance
The Group’s market-leading
position by zeroing in on the trend
for retailtainment and up the fun
factor, Let’s Play addresses both
retailer and consumer markets.
Expecting to generate traffic,
strengthen consumer attachment
and expand the catchment area
for each participating mall, public
response will be closely monitored
and measured.
Based on a continent-wide
social listening approach and
yearlong study of social media
comments and consumer
interaction, The Group concluded
that a number of rules apply to the
shopping game.
“To develop the campaign’s
look and content, we evaluated
thousands of comments posted
spontaneously by consumers on
[Facebook] to identify trends in
the way people see shopping, in
the way they approach an outing
at the mall, and so on,” explained
Elise Masurel, marketing director
for Klépierre Group.
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Continued on page 4…
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